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| Zanotti New Campaign, SS 2013 with Anja Rubik |
Fashion companies typically acquire photographs for their advertising campaigns either by shooting original photography in-house, commissioning original photography from an outside vendor, or by licensing existing photography from a third-party vendor - often a stock photo house. Stock houses - the most well-known of which are Corbis and Getty - are companies that own or have licensed extensive libraries of original photographs, and further license or sublicense those photographs on a photo-by-photo basis to advertisers and other for advertising campaigns and other projects.
Original Photography
Fashion companies and their advertising agencies or outside creative services providers should be way of basing their original photographs on third-party photographs, including third-party photographs that the advertiser or outside vendor has used in a mock-up (also known as a composite or comp) that informally presents the look, feel, and general subject matter of the proposed final photograph.
